125th street business improvement districtfiles.ctctcdn.com/fa1c2691101/9c2d810c-3d0d-4acf... ·...
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125th Street
Focused Role
1
Build a consistent brand image and directly help
commercial businesses to build sales and/locate in
the area
2
Justify marketing in terms of a return on
investment
3
Showcase Positive Images
4
Focus on core users and target markets
5
Create the conditions for more Special Events and
Programs
125th Street BID
Strategic role for
Marketing
Meetings with Directors of Marketing
(2 meetings held; one-on-one meetings
in progress)
Development of New Brand
(Completed)
“Connect the Dots” Campaign
(Launched June 27, 2013)
Develop 2014 Marketing Plan for
125th Street
(to commence January 2014)
Introducing Our New Brand
The Energy
and
Spirit of Harlem
through
125th Street BID
“Connect the DOTS” Campaign
Your Platform for cross promotion with your
neighboring businesses and arts and culture organizations
The role of marketing and promotion for 125th
Street has tremendously grown and provides new
opportunities to expand the customer base and
customer engagement. The BID is creating a
platform to work with it’s businesses and those
that are in the proposed target area for expansion
to develop a focused strategic marketing plan.
A platform is being designed to allow those
who have been a part of or love 125th Street to
participate in a campaign to showcase
historical street scenes, individual and business
achievements and developments, future
developments and more. It is not just about the
BID – it is about all of us. 125th Street is what it is
today because of may people and we should all
celebrate.
125th Street from Twelfth Avenue on the west to Second Avenue on the east (river to river)
12th Avenue from 125th Street to 135th Frederick Douglass Boulevard: 123rd to 127th
Broadway & Amsterdam: 124th to 126th Adam Clayton Powell: 122nd to 128th
Morningside to St. Nicholas: 124th to 126th Lenox Avenue: 122 to 127
Fifth Avenue to Second Avenue: 124 to 126
---------- Existing BID Boundaries ---------- Place making Target Area
125th Street from 12th Avenue on the west to Second Avenue on the east (river to river).
12th Avenue from 125
th Street to _______
Broadway, Amstrdam: 124th to 126
Morningside, St. Nicholas: 124 to 126
Frederick Douglass Boulevard: 123 to 127
Adam Clayton Powell: 122 to 128
Lenox Avenue: 122 to 127
Fifth Avenue to 2nd
avenue 124 to 126
Harlem’s 125th Street
The “Connect the Dots” Campaign
existing
communications, programs, and
projects put forth by each of the businesses
as well as programming for
cultural institutions into the new brand.
Harlem is one of the major tourist attractions in New York
City, however, the potential to be a cultural district is vastly
underutilized.
It is important to focus on and encourage the development
of Harlem and its rich cultural distinction because it has
great potential to attract business. To expand the value of
art, music, and theater embraces the unique character of
125th Street.
125th Street should no longer be a decision about
visiting a specific business but about visiting 125th
Street for multiple reasons.
The BID’s celebration plan involves bringing
focus to maximizing the potential of 125th
Street to become the cultural destination that
so many have fought to make happen
together the unique characteristics of 3
converging neighborhoods (West, Central and East
Harlem) along 125th Street “river to river” through the
identified brand that the BID envisions for the targeted commercial businesses.
THE 125th STREET BID IS:
• Launching a program that mixes
Harlem’s History, Arts, Culture with
economic development
• Investigating the type of tourist
experiences that exist
• Creating a platform that allows the
businesses to marry with cultural
uses
• Developing cross promotional
packages that will lend itself to
more than a one stop experience
Athletic Equipment
Pharmacy/Convenience
Hardware Store
Electronic Store
Leisure Retail
Restaurant
THEATER
Mix
tourism
attractions with
economic
development
Investigate
what type of
tourist
experience
exists
the BID and other marketing and public
relations directors who serve the businesses along
125th Street to launch a marketing campaign that
will benefit the entire Harlem community
• Use marketing to create a
connected experience for the
customer
• Encourage customers to do more
than one thing when they visit 125th
Street
• Build on signature businesses and
attractions
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